Wasting wood is a serious problem in conserving the resources, which are distrib

Throwing away food means wasting the resources used in its production, such as water. This is especially foolish in dry countries such as Spain. The problem is set to get worse as climate change makes rainfall patterns less predictable.

Marketplace entrepreneurs should develop a clear vision of their business model and find the most positive — yet accurate — way to describe it to the outside world. Then they should engage regulators and the media to ensure that they are understood on their own terms.